Creating New Twists on Old Messages: An Interview with Mark Silber

Mark Silber is a veteran creative professional with almost two decades' experience in marketing communications. A survivor of 1990s Internet wave, Mark has a steady stream of clients in virtually every industry, from technology to travel. Log onto his web site and be prepared for some entertaining communications. After all, his company is named Silberware.

How did you develop your entertaining style of communications?
I come from an advertising background where I was expected to write with a creative, humorous style so it naturally stuck with me. But I don’t really approach my writing with entertainment in mind. I think more about my style as one that searches for a twist, a new way of expressing an old idea, and I suppose that often creates an entertaining quality.

Can you give us an example of a twist you thought was particularly good?
Years ago, Subaru ran a campaign back in the days when virtually every automobile manufacturer was boasting it’s 0 to 60 stat. Subaru showed one of their cars in bumper-to-bumper traffic with the headline “Zero to sixty faster than any other car.”

It’s one of those ads I wish I had written. When everyone is saying the same thing, I like to take a step back and think of ways to communicate something from a totally opposite direction. It’s one way to get above all the market noise that occurs when a theme becomes repetitive.

"I think about my style as one that searches for a twist, a new way of expressing an old idea, and I suppose that often creates an entertaining quality."

Did you like the way the Subaru ad poked fun at itself?
Yes, I did – because it communicated a sense of confidence. Poking fun at yourself or your own unfortunate situation won’t work if you’re not secure in what you’re doing. The Subaru ad introduced a humorous twist at a time when auto advertising had become so focused on performance statistics. Not everyone is driving a convertible up the Pacific Coast Highway on a sunny day at 68.5 miles per hour with no traffic. Subaru introduced a more realistic picture of what most driving represents. I looked at their ad and thought, “Maybe these people have a car that will work for me. They have a world view I can relate to.”

But you have to be careful with humor - especially irony. If you think your audience won’t understand an additional layer of meaning, keep it straight. 

Does keeping it straight risk being dull or monotonous?
Good writing that is straightforward, clear and relevant to the needs of your audience doesn’t have to be dull. But in this day of large, multinational corporations, much of our writing in business has been watered down simply because our audiences are global and multicultural. You try to do something clever or creative, especially with an international client, and it gets shot down.

Can you give us an example?
Years ago I worked on a campaign for Braun. Their twin-headed, swiveling shaver -  considered revolutionary at the time - adapted to the customer’s face, not the other way around. So they had a nice, distinct message.

We pitched a simple, clean logo using two circles and a line that we thought would make an interesting sub-brand.  When we showed it to our German client, they asked us if we had borrowed the idea from signs we’d seen on the Autobahn – you know – the ones that direct drivers to the nearest out-house? Obviously we trashed the idea.

"You have to be careful with humor - especially irony. If you think your audience won’t understand an additional layer of meaning, keep it straight."

How do you keep your writing fresh and original?
I work with a lot of consultancies. Many are communications and advertising firms, but some are not. It’s the ones that do not share my creative background that create good reality checks. They are the people that are most likely to ask, “Why don’t we just say what we mean?” Again, good writing that is clear with little chance of being misinterpreted doesn’t have to be dull. You can still use the twist technique. Just step back and think of a new way to express an old message. It’s out there somewhere. Don’t be afraid to take a 180-degree turn. 

Ted Koppel once said we’ve become obsessed with communication tools – at the expense of the message. Would you agree?
I don’t believe any communications tool is inherently bad. There are just times when tools are inappropriately used. PowerPoint for example, is good for telling an end-to-end story when you need to make your case or support an argument.  But, business people tend to have a knee-jerk reaction to PowerPoint – and they use it in scenarios where it was never intended to be used.

There are many ways to tell a story without PowerPoint. Use a chalkboard. Limit your visuals to one or two. Or just tell the story. But you have to know what you’re talking about if you drop the crutch. Many people lean on their slides to the point of adding no value.  For example, your audience doesn’t need a presenter to read them a of bunch of slides.

"Step back and think of a new way to express an old message. It’s out there somewhere. Don’t be afraid to take a 180-degree turn."

You seem to enjoy telling stories. Do you recommend storytelling as a writing technique?
A good story certainly engages an audience more effectively than a bulleted list. Some assignments don’t lend themselves to storytelling and it’s a technique that consumes more time. But if you have opportunities to engage your audience in conversation with a good story, you create opportunities to make deeper connections. 

Do you write fiction?
I tried writing fiction in my earlier days, but I file those attempts along with my other dream of becoming a rock star. I just couldn’t get the guitar thing right. And I didn’t think my fictitious stories were good enough. So I guess I’ve decided to stick to what I do well.

"If you have opportunities to engage your audience in conversation with a good story, you create opportunities to make deeper connections."

Contact Mark Silber at mark@silberware.com or 1-800-600-35631. If you can't call an 800 number, he sends his apologies and requests you try him on 917-886-6836.